Published on January 28, 2013 | by Rianna Raymond-Williams

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Chelsea grad to share secret recipe of success

Bakery Rubs cupcakes

Chelsea graduate Ruben Joel used his fine art skills when setting up his bakery business [BakeyRubs]

Following the success of his baking business, a UAL graduate is advising young Londoners on how to kick-start their own ventures.

Ruben Joel, 23, used the skills he gained while studying BA Fine Art at Chelsea College of Art and Design to set up BakeyRubs Ltd and make cakes with a twist.

He was asked by Barking and Dagenham College and Westminster Kingsway College to talk to their students about his experience of being a young entrepreneur.

Joel will provide advice and guidance for those looking to set up their own businesses.

He will also be returning to Chelsea this year to help students raise money for their own shows.

“I’ve always enjoyed providing talks and Q&A with the young people,” Joel explained to Arts London News. “With all the government cuts in the education sector it is becoming harder for students to get one-to-one sessions with advisers.

Portuguese inspiration

“I feel that I can be a bit more influential, which is one of the reasons why I enjoy providing talks to our future generation,” he added.

The business is based in east London and each cake is inspired by traditional Portugese flavours.

“With all the government cuts in the education sector it is becoming harder for students to get one-to-one sessions with advisers.” Ruben Joel, Chelsea graduate

He said: “I am very creative with the ingredients. In the future I plan to open my own bakery combined with a gallery, which will allow emerging artists to display their work.”

Joel became interested in baking after he raised £200 for an annual show of student art at the college.

“People were very happy to buy them [the cakes] and I got a lot of positive feedback and people even asked me for the recipe,” he explained.

After selling cakes along his college corridor, he saw scope for a business venture which gave him the motivation to start BakeyRubs Ltd.

 

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